As explored in our new GWI Commerce report (a free summary of which can be downloaded here), free delivery is the most effective online purchase driver. Of the 15 different options tracked by GWI, it’s this measure which scores the highest response globally – with 4 in 10 internet users saying it makes them more likely to purchase something online.
The power of free delivery is far from even across regions, though. It exerts its biggest impact in Europe and North America but is less important in a market like China (where internet users instead place the highest premium on customer reviews and feedback).
As our midweek post demonstrates, other important global motivators include financial rewards such as coupons or discounts (35%), customer reviews (34%) and loyalty points (29%). For reviews, though, there’s a clear disconnect between supply and demand; from market to market, there are more people writing reviews than actively looking for them.
